Avon partners with Ironman triathlon for new fragrance collection

By Katie Bird

- Last updated on GMT

A collaboration with the Ironman Triathlon is the latest partnership designed to help Avon tap into the increasingly important male market.

The global direct selling company has announced the release of its Ironman signature fragrance collection, just in time for the sport’s 30th anniversary event.

Ironman’s Ford World Championship event kicks off this Saturday, 11 October, in Kailua-Kona, Hawaii.

The event will see 1,800 athletes perform the incredible feat of endurance that includes a 2.4 mile open water swim, a 112 mile cycle, rounded off with a 26.2 mile marathon.

Avon hopes that the determination and drive evoked by this event will help it to attract the ever important male consumer.

“As a global company, we wanted the Ironman Collection to capture both the global spirit of the race and the ‘Anything is possible’ mentality that accompanies it,”​ explained Avon’s Phillipe Hostalery.

The collection includes an eau de toilette spray, an after shave conditioner and an anti-perspirant and will be launched globally in the Spring of next year.

According to the company, both the fragrance itself and the products’ packaging are designed to induce the vigour and vitality of this event.

Energizing citrus and exotic spice notes come packaged in a green bottle with a black bike grip top, and the secondary packaging is imprinted with a footprint, waves and a tire tread to represent the three sports.

At a time when the industry is awash with talk of the modern manscara toting metrosexual, Avon is clearly attempting to snag the other end of the spectrum.

Related topics: Market Trends

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